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MAJOR PROJECT REPORT SUBMITED TOWARDS THE PARTIAL FULFILLMENT

OF
BACHELOR OF BUSINESS ADMINISTRATION


MAJOR PROJECT REPORT
ON
Customer buying behavior &level of satisfaction
In
Automobile Industry
Batch: 2010-2013
SUBMITTED BY: PROJECT GUIDE
Name: Shikha Trehan Name: Ms. Kanika Dhingra
Enrollment No. 02524001710 Designation: Assistant Professor


TRINITY INSTITUTE OF PROFESSIONAL STUDIES, DWARKA SEC-9
AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY



CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work Consumer buying behavior & level of satisfaction made
by Shikhatrehan, BBA (gen) enroll no-02524001710 is an authentic work carried out by her
under guidance and supervision of Ms. KanikaDhinga
The project report submitted has been found satisfactory for the partial fulfillment of the degree
of Bachelor of Business Administration.

Project supervisor:
Signature:
Ms. KanikaDhingra







ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of the
efforts, ideas, and cooperation of number of entities.
I would like to thank TRINITY INSTITUTE OF PROFFESIONAL STUDIES for giving an
opportunity to work on a valuable project.
The completion of the project study that follows seemed to be a distant goal had it not been for
the contribution of Ms.KanikaDhingra for allowing me to work on a very intrinsic part on
CUSTOMER BUYING BEHAVIOUR& LEVEL OF SATISFACTION IN AUTOMOBILE
INDUSTRY. I thank her for the ideas and basic concepts she delivered and shared with me, as
they helped me alot in accomplishing this project of mine.


(SHIKHA TREHAN)
BBA (Gen) 6
th
SEm






DECLARATION

I hereby declare that the following documented project report titled CUSTOMER BUYING
BEHAVIOUR& LEVEL OF SATISFACTION IN AUTOMOBILE INDUSTRY is an original
and authentic work done by me for the partial fulfillment of Bachelors of Business
Administration degree Program at TRINITY INSTITUTE OF PROFESSIONAL STUDIES.

I hereby certify that the entire endeavour out in the fulfillment of the task is genuine and original
to the best of my knowledge & I have not submitted it earlier elsewhere.

SIGNATURE:
SHIKHA TREHAN
BBA (Gen) 6
th
Sem
Enroll. No. - 02524001710








TABLE OF CONTENTS

S.NO PARTICULARS Page No.
1 CHAPTER-1( Introduction & Literature Review-
Topic, Industry, Firm)
Introduction
History
(Theoretical concept about the topic such as
importance, functions, types, roles)etc
1-17
2 CHAPTER-2(Research Objectives &
Methodology)
Research Objectives Of The Study
Research Methodology
Research Design
Types of research design
Data Collection
Sampling Design
Sampling Instrument
19-23
3 CHAPTER-3(Data Processing, Analysis &
Interpretation)
No. of Questions
Types of Questions

25-39
4 Findings 40
5 Limitations 41
6 Conclusion 42
7 Suggestion & recommendation 43
8 Bibliography 44
9 Annexure 45-48



Chapter 1
INTRODUCTION






INDUSTRY
It begins as early as 1769.The automobile sector is one of the key segments of the economy
having extensive forward and backward linkages with other key segments of the economy. It
contributes about 4 per cent in India's Gross Domestic Product (GDP) and 5 per cent in India's
industrial production. Indian Automobile sales growth rate would be 11 % by 2013.
The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy. India is
being deemed as one of the world's fastest growing passenger car markets and second largest two
wheeler manufacturer. It is also home for the largest motor cycle manufacturer and the fifth
largest commercial vehicle manufacturer.
India is expected to become the third largest automobile market in the world. Ford is looking at
India as a major export hub, as per MrJoginder Singh, President and Managing Director, Ford
India.
By 2020, the luxury car segment is estimated to be around three per cent of the overall passenger
car market in India. So, there is huge opportunity for growth. India is going to be one of the
biggest markets for us, worldwide, according to Tomas Ernberg, Managing Director, Volvo Auto
India.
India is the largest base to export compact cars to Europe. Moreover, hybrid and electronic
vehicles are new developments on the automobile canvas and India is one of the key markets for
them. Global and Indian manufacturers are focusing their efforts to develop innovative products,
technologies and supply chains.
The automobiles sector is divided into four segments two-wheelers (mopeds, scooters,
motorcycles, electric two-wheelers), passenger vehicles (passenger cars, utility vehicles, multi-
purpose vehicles), commercial vehicles (light and medium-heavy vehicles), and three wheelers
(passenger carriers and good carriers).
The industry is one of the key drivers of economic growth of the nation. Since the delicensing of
the sector in 1991 and the subsequent opening up of 100 percent FDI through automatic route,
Indian automobile sector has come a long way. Today, almost every global auto major has set up
facilities in the country.
In recent years the automobile industry in India has grown by leaps and bounds. In India it is one
of the largest in the world and one of the fastest growing globally.
The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about
1.5 million every year

SEGMENTATION OF AUTOMOBILE INDUSTRY
Following is the segmentation that how much each sector comprises of whole Indian Automobile
Industry

Indian Auto Market Growth for the year 2007-08
The automobile industry crossed a landmark with total vehicle production of 1million
Car sales was 8, 82,094 units against 8, 20,179 units in 2007-08.
The two-wheeler market grew by 13.6 % with 70, 56,317 units against 62, 09,765 units in
2007-08.
Commercial vehicles segment grew at 10.1 % with 3,50,683 units against 3,18,430 units
in 2007-08
The domestic automobile industry sales grew 12.8% at 89, 10,224 units as against 78,
97,629 units in 2007-08.

Automotive Companies in India
Major Indian Companies Major Multi-national companies




SWOT ANALYSIS OF INDIAN AUTOMOBILE INDUSTRY
STRENGTHS:
Automobile industry is established and evergreen industry.
India is the strongest player in small car segment
Indian Companies are best cost innovators
Assembly line manufacturing, and JIT inventory management, the automotive industry
has been able to achieve significant gains in productivity.
Exceptional human resource base

WEAKNESS:
India lack proper infrastructural facilities
Poor after sales service
The automotive industry lags behind other sectors such as IT and financial services in
management training, reward and retention.

OPPORTUNITIES:
Small cars is a future
Green cars
Auto financing
Royalty through Patents
THREATS:
Global Crisis
Companies not focusing on R & D are under great risk
High competition from foreign players
Lack of technology for Indian companies
HISTORY

INDUSTRY
The origin of automobile is not certain. In this section of automobile history, we will only
discuss about the phases of automobile in the development and modernization process since the
first car was shipped to India. We will start automotive history from this point of time.

The automobile industry has changed the way people live and work. The earliest of modern cars
was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As
the century turned, three cars were imported in Mumbai (India). Within decade there were total
of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used for
transportation in India. In the beginning of 15th century Portuguese arrived in China and the
interaction of the two cultures led to a variety of new technologies, including the creation of a
wheel that turned under its own power. By 1600s small steam-powered engine models was
developed, but it took another century before a full-sized engine-powered vehicle was created.

The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank
Duryea. It was the first internal-combustion motor car of America, and it was followed by Henry
Ford's first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that
featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an
aluminum body. It was usually driven by chauffeurs and emphasis was on comfort and style
rather than speed.
During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel
wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine
and an aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more
to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their
predecessors. The 1940s saw features like automatic transmission, sealed-beam headlights, and
tubeless tires.

The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was
built on compact and stylized lines, and was capable of 230 kmh (144 mph).



COMPANIES
TATA MOTORS
1945
- The Company was incorporated on 1st September at Mumbai to manufacture diesel vehicles for
commercial use, excavators, industrial shunter, dumpers, heavy forgings and machine tools.

- The commerical diesel vehicles which were known `Tata Mercedes Benz' (TMB) are now
called `Tata' vehicles after the expiry of the collaboration agreement with Daimler-Benz AG,
West Germany. The company also used to manufacture pulp and paper making machinery.

1946
-Tata Enginering undertook manufacture of 5000 'KC' broad gauge open wagons for the Indian
Railway.

-The Managing Agency Tata Sons was transferred to Tata Industries on July 1, 1946. The
Managing Agency system continued till it was abolished by an act of Parliament in 1970.

1948
-Steam Road Roller introduced in collaboration with Marshal Sons (UK) 1950 Collaboration
signed with M/s Krauss-Maffei, W. Germany for manufacture of steam locomotives 1954
Collaboration with M/s Daimler -Benz AG, W.Germany, for the manufacture of medium
commercial vehicles at Jamshedpur.

1956
- Steel foundry set up in collaboration with Usines Emile Henricot of Court St. Etienne, Belgium.

1959
- Research and Development Center set up at Jamshedpur.

1960
- The company's name, which was Tata Locomotive & Engineering Company Ltd.was changed.
1961

-Collaboration with M/s Pawling & Harnischfeger (P&H), U.S.A. for manufacture of cable type
excavators and cranes.

TOYOTA MOTORS
Toyota Motor Sales, U.S.A., Inc., was formed Oct. 31, 1957, establishing its headquarters in a
former Rambler dealership in Hollywood, Calif. Sales began in 1958 and totaled a modest 288
vehicles 287 Toyopet Crown sedans and one Land Cruiser.

Enthusiasm turned to gloom when it was found that the Toyopet, a sturdy vehicle with quality
features and room to spare, was woefully underpowered and overpriced for the American
market. Toyopet sales stalled and were discontinued in 1961. The legendary Land Cruiser, which
quickly gained a reputation as a durable, all-terrain vehicle, carried the Toyota flag in the United
Sates until 1965 when the Toyota Corona arrived.

Corona, the first popular Toyota in America, was designed specifically for American drivers.
With a powerful engine, factory-installed air conditioning and an automatic transmission, Corona
helped increase U.S. sales of Toyota vehicles threefold in 1966 to more than 20,000 units.

As more Americans discovered the quality and reliability of Toyota products, sales continued to
soar. By July 1967, Toyota had become the third-best-selling import brand in the United States.

The thrifty Corolla was introduced in 1968 and, like the Corona, was a huge success with
American drivers. Corolla has since become the worlds all-time best-selling passenger car, with
over 30 million sold in more than 140 countries.
In 1972 Toyota sold its one-millionth vehicle. By the end of 1975, Toyota surpassed Volkswagen
to become the No. 1 import brand in the United States. Three years later, in 1978, Toyota won
the "Import Triple Crown" by leading all import brands in sales of cars, trucks and total vehicles.

During the 1970s, Toyota launched some of its most memorable marketing campaigns, using tag
lines that included "You Asked for It/You Got It!" and the hit "Oh What A Feeling!" campaign
that included the popular "Toyota Jump."

As Toyota celebrated its 25th anniversary in America during 1982, it opened a new national sales
headquarters complex that it occupies today in Torrance, Calif. Toyota's success continued, and
in 1986, it became the first import automaker to sell more than one million vehicles in America
in a single year, racking up sales of 1,025,305 cars and trucks. That year also marked the
company's debut as a manufacturer in the United States, with the rollout of the first Toyota car
built on American soil. The vehicle, a white Corolla FX16, was produced on Oct. 7, 1986, at the
New United Motor Manufacturing, Inc. plant, a joint venture with General Motors

Since then, Toyota has established many other vehicle and parts plants in North America. By the
end of 2011, Toyota will operate 14 plants across North America, including facilities in the states
of California, Kentucky, Indiana, West Virginia, Alabama, Tennessee, Texas, Missouri and
Mississippi.

MARUTI SUZUKI MOTORS
Formerly known as MarutiUdyog Limited, Maruti Suzuki India Limited (MSIL) has come to be
synonymous with India, like no other. The brand is to Indias automobile industry as haute
couture is to fashion for Maruti cars wouldnt command 44.9 per cent of the market share
without some ground to its supremacy. Commonly referred to as just Maruti, the Japanese auto
giant Suzuki Motor Corporation currently holds a 54.2 per cent share in the company. Leading
the nations automobile market for almost two and a half decades now, Maruti cars in India were
the first of its kind in India to be mass-produced. It also went on to become the first company in
India to sell more than a million cars. There is surprise that Maruti is given the credit for
bringing about the automobile revolution in our country.

MarutiUdyog Limited was first established in 1981, though production did not start until 1983.
And the first Maruti car to roll out was the iconic Maruti 800. Given the fact that the only other
known cars available at that time were Hindustan Ambassador and Premier Padmini, Maruti cars
in India brought about the much-needed technological evolution. It also held the title of Indias
largest selling car until 2004. And with that, Maruti never looked back because it went on to sell
over six million cars since the first 800 rolled out. However, it wasnt until 2007 that the top-
brass at the firm decided to rename it to Maruti Suzuki India limited. They have two
manufacturing facilities located in Gurgaon and Manesar, and together they have a production
capacity of over 1.5 million units per year. Maruti plans to expand the capacity to up to 1.75
million units by 2013.

Maruti Suzuki India Limited has an impressive portfolio with a total of 15 brands and over 150
variants of Maruti cars in India, ranging from the Maruti 800 to the latest Ertiga. The company
offers equally competitive services through its network of 933 dealerships, 2, 946 service
stations and 30 express service stations spread across the nation. Other than Maruti cars, the
company also offers a wide range of services to enhance their customersexperience via Maruti
Insurance, Maruti Finance, MarutiTrueValue, and Maruti Driving School among others.
Also, Maruti does not believe in limiting its presence within our national boundaries, and hence,


INTRODUCTION OF THE PROJECT
Objective of the Study
To know market position of Tata motors, Marta Suzuki &Toyota motors vehicle in the
market.
To know consumer behavior for purchase of two wheeler vehicle or four wheeler.
To identify the factor which influences on consumer decision?
To classify which types of customers visiting of Dealers with reference to age, gender,
income
To know which medium play important role for purchasing bike, cars etc.
To study who is the decision make in purchasing bike, cars etc?
To study whether customers are satisfied with staff and services or not?
Identifying possible areas of Improvement.
Scope of the study
The research measures the experiences of customers.
Defines and analyses the experiences based on key deliverables.
Gains Customer expectations.
Need of the study
Increasing competition, ever growing market, easy availability of the finances and
increasing population of young executives, with huge disposable incomes, over the past
few years has substantially increased the sales in the automobile industry. Also, the
competition among the dealers of the products has increased with each trying to
maximize their customer base. This makes it imperative for the dealers to provide the
best of the services and exceed the customer expectations to achieve customer delight and
loyalty.
Consumer buying behavior
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to
select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and society.
Importance:consumer behavior holds a great important in marketing field because if look
over the modern philosophy of marketing in that CUSTOMER is treated as the KING, his needs
and wants are being studied for making any product, and above that its always been seen while
looking for opportunities for a product development that which product is brought most and what
are the factors that result in purchase of a product.
We can easy understand its importance if we look around our environment. Consumer behavior
is made up of two words consumer and behavior. Consumer is the person who consumes the
product, he may or may not be a buyer and behavior means the aggregate of all the responses
made by an organism in any situation. So consumer behavior means the aggregate of response
made by the consumer. It makes us know the reasons behind the purchase of a product, and
about the various feelings of the customer that are being attached with the purchase of the
product.
Hence we can say that its very importance to study the behavior of your consumers whom you
are going to serve through your product

FACTORS INFLUENCING CONSUMER BUYING PROCESS


CULTURE:
Social Class
Elite /Rich
Upper Class
Middle Class
Lower Middle
SOCIAL:
Roles and status
Family Decision Making:
The information provider
The influencer
The decision maker
The consumer
PERSONAL:





Consumer Market
Consists of all the individuals and households who buy or acquire goods and services for
personal consumption..
Consumer Buying Decision Process
Problem Recognition:Problem recognition occurs when a buyer becomes aware of a
difference between a desired state and an actual condition
Problem recognition, called need recognition by some, is the point where a potential
buyer determines that they have an unfulfilled need want or desire
The recognition may result from internal stimuli (e.g. hunger, tired, the need for
additional help, etc.)
The recognition may result from external stimuli (e.g. an external requirement, an ad, a
suggestion from a someone, the creation of a new position, the retirement of a key
individual)
The recognition may result from a combination of stimuli.
Information Search:If the potential consumer continues beyond the problem recognition
stage, they will begin an information search
Information search is the stage in the buyer decision process in which the consumer is
aroused to search for more information (Kotler and Armstrong). The consumer is
engaged in problem solving behavior.
The information search stage is the stage where the organization seeks candidates for a
position.
In the information search stage candidates will be identified through various efforts to
produce applications, resumes may be collected, references may be checked, credit
histories may be reviewed, and candidates may be interviewed.
Internal versus external search
Internal Search - Information search in which buyers search their memories for
information about products that might solve their problem. (Pride and Ferrell). These may
include internal job listings, human resources, internal promotions, etc.
External Search - An information search in which buyers seek information from outside
sources. (Pride and Ferrell) These may include advertisements, campus recruiting, use of
headhunters, etc
Evaluation of Alternatives:A successful information search yields a group of brands
(products) that a buyer views as possible alternatives.
This is the stage in the buyer decision process in which the consumer uses information to
evaluate alternative brands in the choice set.
A consideration set is a group of brands that a buyer views as alternatives for
possible purchase.
Development of Evaluation Criteria
Evaluation criteria are objective and subjective characteristics that are important to the
buyer.
This stage will often include the development of specific screening criteria.
All applicants and application materials are subjected to a screening in an effort to
determine the extent to which any given candidate will meet the organization's objective
Purchase:In this stage the consumer chooses the product or brand to be bought.
This is the point where an offer is extended to one or more candidates
Two factors can come between the purchase intention and the purchase decision. (Kotler
and Armstrong)
Attitudes of others
Unexpected situational factors
Marketers can influence the purchase decision
Post purchase Evaluation:The marketer's job does not end when the product is bought.
After the purchase, buyers undergo an evaluation of the purchase decision. Does the
product meet expectations with regard to performance?
Post purchase behavior refers to all behavior, positive and negative, that is generated
from the purchase
The outcome of the evaluation is either satisfaction or dissatisfaction. Marketer's aim is
typically beyond mere satisfaction and meeting expectations.
CUSTOMER SATSIFACTION:
Customer satisfaction is the overall essence of the impression about the supplier by the
customers. This impression which a customer makes regarding supplier is the sum total of all the
process he goes through, right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post delivery. During this
process the customer comes across working environment of various departments and the type of
strategies involved in the organization. This helps the customer to make strong opinion about the
supplier which finally results in satisfaction or dissatisfaction.
The Customer is the King.
Quality is what customer wants.
TQMs purpose is meeting customer expectations.
Importance:Successful business owners and managers quickly realize that keeping customers
costs less that finding new ones. If certain practices drive customers away, a business repeatedly
spends time and money on advertising and other efforts to recruit customers. These business
owners know that weaknesses in the production or delivery of goods lead to distressed
customers. They use online surveys to collect feedback from customers as tools for improvement
using customer satisfaction surveys.
Studies show satisfied clients tend to buy products more often and develop loyalty to a particular
brand. They often spread the word by recommending products and services to friends and family
as an informal referral process. Customer satisfaction surveys give firms specific information
about positive and negative perceptions, which could improve marketing or sales efforts

Customer perception of Quality
Quality is what customer perceives to be.
customer needs goes on changes
Quality level needs are to be improved accordingly.
Six customer perceptions.
1. Performance
Fitness for use
Product/ service is ready for use.
Availability
Reliability
Maintainability
2. Features
Secondary character
Extra facilities
3.Service
Provide the service at right time, even though the customer doesnt complaint.
4. Warranty
Represents a promise of a quality product.
Force the org to focus on customer needs.
Forces the org to correct the action system.
It attracts and build the market
5. Price
Nowadays customer is ready to give high price towards Quality.
Expects to get good product in lower price.
Customers perception of value is continuously changing.
To succeed the org should identify, verify the perception of value.
6. Reputation
Customer wills to buy product from a known company.
Reputation brings market to the Org.
So org should strive for customer for life.
CUSTOMER COMPLAINTS
Satisfied customer contributes 2.6 times as a satisfied customer.
Satisfied customer contributes 17 times as a dissatisfied customer.
Dissatisfied customer decreases 1.8 times of a totally satisfied customer.
Dissatisfied customer should be reduced. Therefore feedback and suggestions should be
monitored.
WHY CUSTOMER FEEDBACK
Discover customer dissatisfaction
Identify customer needs
Discover priorities of Quality
Compare performance with the competition.
Determine opportunities for improvement
TOOLS FOR COLLECTING CUSTOMER COMPLAINTS
Comment cards - attached to warranty card.
Customer Questionnaire - survey mail/e-mail/ telephone.
Focus groups customer meeting/ discussions.
Toll free telephone numbers
Customer visit.
Employee feedback.









CHAPTER 2

RESEARCH OBJECTIVE
&
METHODOLOGY






RESEARCH OBJECTIVE OF THE STUDY
Primary Objective: - To know the buyers attitude towards Maruti Suzuki, Toyota
motors & Tata motors& after sales based upon style, power, driving comfort, and after
sales service.
Secondary Objective: - To find out the attitude of customer towards products of
Maruti, Tata, and Toyota etc
RESEARCH METHODOLOGY
Research methodology is a collective term for the structured process of conducting
research. There are many different methodologies used in various types of research and the term
is usually considered to include research design, data gathering and data analysis
Research methodologies can be quantitative (for example, measuring the number of times
someone does something under certain conditions) or qualitative (for example, asking people
how they feel about a certain situation).
TYPES OF RESEARCH DESIGN
There are certain types of research which can be classified according to their very purpose as
well as by the research strategy used. A research can be classified into the following categories:

Exploratory research
Conclusive research (Descriptive research )
Explanatory research

1. Exploratory research:
Exploratory research is an initial research which explores the possibility of obtaining as
many relationships as possible between different variables without knowing their end-use
applications. Here, a general study will be conducted without having any specific objectives.
2. Conclusive research (Descriptive research):
In this type of research, problem of a research is formulated and specific objectives are
established. This type of research may be a result of exploratory research. At the, the research
draws definite and concrete conclusion(s) for implementation.
3. Explanatory research:
Here, in this type of research, the emphasis is given on studying a situation or a
problem in order to explain the relationship between two or more than two particular variables.
In short, situation is there, and you are just expected to explain the situation in order to reveal the
solutions.
DATA COLLECTION
Sources of data collection
Data refers to information or facts however it also includes descriptive facts, non numerical
information, qualitative and quantitative information
Data could be broadly classified as
Primary data
Secondary data
Primary data
Primary data is the data collected for the first time through field survey. It is collected with a set
of objectives to assess the current status of any variable studied. Primary data reveals the cross-
section picture of the object under scruting. Therefore primary data are those collected by the
investigator (or researcher) himself for the first time and thus they are original in character.


Advantages of primary data
They are the first hand information.
The data collected are reliable as they are collected by te researcher for himself.
The primary data are useful for knowing opinion, qualities and attitudes of respondents.
Secondary data
Secondary data refers to the information or facts already collected. It is collected with objective
of understanding the part status of any variable or the data collected and reported by some source
is accessed and used for the objective of a study.
Advantages of secondary data
The information can be collected by incurring least cost.
The time required for obtaining the information is very less.
Most of the secondary data are those published by big institutions. So they contain large
quantity of information
Sources of information:
Primary data
Questionnaire or schedule
Observation
Feedback form
Interview
Projective techniques
Content analysis
Consumer panels
Secondary data
Book
Periodicals or journals
Research thesis and dissertations
Footnotes
Encyclopedias
Statistical data sources
Websites/blogs
STATISTICAL TOOLS USED
The main statistical tools used for the collection and analyses of data in this project are:
Pie Charts
Tables
Sampling Design
1. Sampling Area:
For this survey I have covered the geographic area or parts of New Delhi
Following are the areas of sampling
WEST DELHI:
1. Rajouri Garden
2. Patel Nagar
SOUTH DELHI:
1. Greater kailash
2. Malviya Nagar

EAST DELHI:
1. Mausam Vihar
2. Preet Vihar
2. Sampling Population:
In order to take a reasonable sample size and not to disturb the functioning of the organization, a
sample size of reasonable strength of the Population has been taken in order to arrive at the
buying beahviour& level of satisfaction of customers
Accordingly, 100 samples have been selected at random from all the areas of Delhi and feedback
forms (questionnaire) have been obtained. The data has been analyzed in order to arrive buying
behaviour& level of satisfaction of poplulation using vehicles of Maruti Suzuki, Toyota Motors
& Tata Motors
3. Sampling Unit:
The technique of Random Sampling has been used in the analysis of the data. Random
sampling from a finite population refers to that method of sample selection, which gives each
possible sample combination an equal probability of being picked up and each item in the entire
population to have an equal chance of being included in the sample. This sampling is without
replacement, i.e. once an item is selected for the sample, it cannot appear in the sample again.
4. Sampling Technique
Simple random sampling. Every member of the population has an equal chance of
selection. I have used simple random sampling for our project

No. of Questions: Total no. of questions is 13
Types of Questions: Open & closed end questions





CHAPTER 3


DATA ANALYSIS
&
INTERPRETION




Frequency Table1: Annual Income of the respondent


Graph1: Annual Income of the respondent



Interpretation :
Among respondents surveyed, 40% of the respondents have their income level between 1 lakh-
2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs
& above.







Annual income of the respondent
38 38.0 39.6 39.6
51 51.0 53.1 92.7
7 7.0 7.3 100.0
96 96.0 100.0
4 4.0
100 100.0
100000-250000
250000-400000
400000 & above
Total
Valid
System Missing
Total
Frequency Percent Valid Percent
Cumulative
Percent
Annual income of the respondent
400000 & above 250000-400000 100000-250000
P
e
r
c
e
n
t
60
50
40
30
20
10
0
7
53
40
Frequency Table 2: Searching Information before buying car



Graph 2: Searching Information before buying car




Interpretation:
Out of 100 respondents surveyed, 49% expressed that they searched information for the car &
51%expressed that they have not searched for information.


Did you sear ch information for buying the car?
49 49.0 49.0 49.0
51 51.0 51.0 100.0
100 100.0 100.0
YES
NO
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Did you search inf ormation f or buying the car?
NO YES
P
e
r
c
e
n
t
60
50
40
30
20
10
0
51
49

Frequency Table 3: Comparison with other car brands


Graph 3: Comparison with other car brands



Interpretation:
Among the respondents surveyed , 44% expressed that they compared the car with the other
Brands they were aware off.


Did you compar e with other car brands that you were aware off?
44 44.0 44.0 44.0
56 56.0 56.0 100.0
100 100.0 100.0
YES
NO
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Did you compare with other car brands that you were aware of f ?
NO YES
P
e
r
c
e
n
t
60
50
40
30
20
10
0
56
44

Frequency Table 4: Age of the Car



Graph 4: Age of the Car


Interpretation:
Among the respondents surveyed, 24% of the respondents expressed that they have vehicle of
age less than 2 years, 59% of the vehicle are between 2-4years, 10% between 4-6 years & 7% of
vehicle have age more than 6 years.
Fr om how many year s you are using your existing car?
24 24.0 24.0 24.0
59 59.0 59.0 83.0
10 10.0 10.0 93.0
7 7.0 7.0 100.0
100 100.0 100.0
Less than 2years
2 - 4 years
4 - 6 years
More than 6 years
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
From how many years y ou are using your existing car?
More than 6 years 4 - 6 years 2 - 4 years Less than 2years
P
e
r
c
e
n
t
70
60
50
40
30
20
10
0
7
10
59
24

Frequency Table 5: Source of Awareness


Graph 5: Source of Awareness

Interpretation:
Out of the 100 respondents, 19% came to know about their vehicle through company personal,
19% from friends, 38% from media & 24% of them knew themselves.


How did you come to know about the existing car?
19 19.0 19.0 19.0
19 19.0 19.0 38.0
38 38.0 38.0 76.0
24 24.0 24.0 100.0
100 100.0 100.0
Company personal
Friends
Media
Self
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
How did y ou come to know about the existing car?
Self Media Fri ends Company personal
P
e
r
c
e
n
t
40
30
20
10
0
24
38
19 19
Frequency Table 6: Factors Influenced to buy Car


Graph 6: Factors Influenced to buy Car



Interpretation:
Among the respondents surveyed, 40% of them were influenced by friends, 21% by family, 16%
were influenced by status and 11% of respondents expressed that they had necessity to buy the
vehicle.




What influenced you to buy your existing car?
11 11.0 11.0 11.0
16 16.0 16.0 27.0
21 21.0 21.0 48.0
40 40.0 40.0 88.0
2 2.0 2.0 90.0
10 10.0 10.0 100.0
100 100.0 100.0
Necessity
Status
Family
Friends
Advertisements
Others
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
What inf luenced you to buy your existing car?
Others
Advertisements
Fri ends
Family
Status
Necessity
P
e
r
c
e
n
t
50
40
30
20
10
0
10
40
21
16
11
Frequency Table 7: Ranking features of car which influenced to buy


Graph 7: Ranking features of car which influenced to buy


Interpretation:
Among the respondents surveyed 46% ranked mileage as a feature which influenced them lot to
by that car, 25% ranked price and 10% of the respondents ranked the brand equity of Tata.




Rank the following features of your car which influenced you to buy that par ticular car?
25 25.0 25.0 25.0
46 46.0 46.0 71.0
7 7.0 7.0 78.0
10 10.0 10.0 88.0
3 3.0 3.0 91.0
5 5.0 5.0 96.0
4 4.0 4.0 100.0
100 100.0 100.0
Price
Mileage
Design & Technology
Brand
Resale value
Comf ort
Utility
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Rank the f ollowing f eatures of y our car which inf luenced y ou to buy that
Utility
Comfort
Resale value
Brand
Design & Technology
Mileage
Price
P
e
r
c
e
n
t
50
40
30
20
10
0
4
5
3
10
7
46
25
Frequency Table 8: Level of Importance - Power


Graph 8: Level of Importance - Power



Interpretation:
Among the respondents surveyed, majority of the respondents is, 73% expressed that the power
of vehicle is a most important attribute while buying a car.



Level of importance - Power
73 73.0 73.0 73.0
12 12.0 12.0 85.0
12 12.0 12.0 97.0
2 2.0 2.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
most important
Impotantant
Neutral
Least importance
Very least importance
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Level of importance - Power
Very least importanc
Least importance
Neutral
Impotantant
most important
P
e
r
c
e
n
t
80
60
40
20
0
12 12
73
Frequency Table 9: Level of Importance - Fuel Consumption


Graph 9: Level of Importance - Fuel Consumption



Interpretation:
Among the respondents surveyed, majority of the respondent is, 73% expressed that the fuel
efficiency of a vehicle is also a most important attribute while buying a car.




Level of importance - Fuel consumption
73 73.0 73.0 73.0
3 3.0 3.0 76.0
10 10.0 10.0 86.0
12 12.0 12.0 98.0
2 2.0 2.0 100.0
100 100.0 100.0
most important
Impotantant
Neutral
Least importance
Very least importance
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Level of importance - Fuel consumption
Very least importanc
Least importance
Neutral
Impotantant
most important
P
e
r
c
e
n
t
80
60
40
20
0
12
10
73
Frequency Table 10: Level of Importance - Safety


Graph 10: Level of Importance - Safety



Interpretation:
Out of 100 respondents, 74% expressed safety as a most important a attribute while buying a
car, 12% least importance and 9% expressed it a very least important.




Level of importance - Safety
74 74.0 74.0 74.0
1 1.0 1.0 75.0
4 4.0 4.0 79.0
12 12.0 12.0 91.0
9 9.0 9.0 100.0
100 100.0 100.0
most important
Impotantant
Neutral
Least importance
Very least importance
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Level of importance - Saf ety
Very least importanc
Least importance
Neutral
Impotantant
most important
P
e
r
c
e
n
t
80
60
40
20
0
9
12
4
74
Frequency Table 11: Rating the level of Comfortness

Graph 11: Rating the level of Comfortness



Interpretation:
Out of the 100 respondents surveyed ,57% rated the level of comfortness given by their vehicle
as good,34% rated very good and 6% rated it as neither good nor poor.


How will you rate the level of comfortness of your vehicle?
34 34.0 34.0 34.0
57 57.0 57.0 91.0
6 6.0 6.0 97.0
2 2.0 2.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
Very good
Good
Neither good nor poor
poor
very poor
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
How will y ou rate the level of comf ortness of your v ehicle?
very poor
poor
Neither good nor poo
Good
Very good
P
e
r
c
e
n
t
70
60
50
40
30
20
10
0
6
57
34
Frequency Table 12: Rating the Frequency of Maintenance and Repair


Graph 12: Rating the Frequency of Maintenance and Repair



Interpretation:
Among the respondents surveyed , 52% expressed that the maintenance & repair needs of their
vehicle is frequent , 23% expressed it is very frequent 14% it is neither frequent nor frequent,
7% infrequent & 5% very frequent.



How will you rate the frequency of maintenance service and r epair needs of your
vehicle?
23 23.0 23.0 23.0
52 52.0 52.0 75.0
14 14.0 14.0 89.0
7 7.0 7.0 96.0
4 4.0 4.0 100.0
100 100.0 100.0
Very f requent
Frequent
Neither frequent
nor f requent
Inf requent
very f requent
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
How will y ou rate the f requency of maintenance serv ice and repair needs
very frequent
Infrequent
Neither frequent nor
Frequent
Very frequent
P
e
r
c
e
n
t
60
50
40
30
20
10
0
4
7
14
52
23
Frequency 13: level of satisfactions- maintenance & services


Graph13: level of satisfactions- maintenance & services




Interpretation:
Among the respondents surveyed, 51% expressed that they are satisfied over the maintenance
and service needs of their vehicle 13% expressed high satisfaction and 29% of them expressed
that they are neither satisfied nor dissatisfied.


Level of satisfaction - Maintenance & Services
13 13.0 13.1 13.1
51 51.0 51.5 64.6
29 29.0 29.3 93.9
3 3.0 3.0 97.0
3 3.0 3.0 100.0
99 99.0 100.0
1 1.0
100 100.0
Highly satisf ied
satisf ied
neither satisf ied
nor dissatisf ied
dissatisfied
Highly dissatisf ied
Total
Valid
System Missing
Total
Frequency Percent Valid Percent
Cumulative
Percent
Level of satisf action - Maintenance & Services
Highl y dissatisfied
dissatisfied
neither satisfied no
satisfied
Highl y satisfied
Missi ng
P
e
r
c
e
n
t
60
50
40
30
20
10
0 3 3
29
51
13
Frequency14: level of satisfaction- speed


Graph 14: level of satisfaction- speed


Interpretation:
Out of respondents surveyed 36% expressed that they 'are neither satisfied nor dissatisfied with
speed ,26% expressed that they are satisfied, 11% highly satisfied and 24% of respondents
expressed dissatisfaction on the speed of their vehicle.



Level of satisfaction - Speed
11 11.0 11.0 11.0
26 26.0 26.0 37.0
36 36.0 36.0 73.0
24 24.0 24.0 97.0
3 3.0 3.0 100.0
100 100.0 100.0
Highly satisf ied
satisf ied
neither satisf ied
nor dissatisf ied
dissatisfied
Highly dissatisf ied
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Level of satisf action - Speed
Highl y dissatisfied
dissatisfied
neither satisfied no
satisfied
Highl y satisfied
P
e
r
c
e
n
t
40
30
20
10
0
3
24
36
26
11
Frequency 15: level of satisfaction- reliability



Graph 15: level of satisfaction- reliability


Interpretation:
32% of the respondents expressed that they are satisfied over the reliability, 25% of the
respondents are neither satisfied nor dissatisfied, 17% are dissatisfied, and 18% of the
respondents expressed high dissatisfaction over the reliability.


Level of satisfaction - Reliability
8 8.0 8.0 8.0
32 32.0 32.0 40.0
25 25.0 25.0 65.0
17 17.0 17.0 82.0
18 18.0 18.0 100.0
100 100.0 100.0
Highly satisf ied
satisf ied
neither satisf ied
nor dissatisf ied
dissatisfied
Highly dissatisf ied
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Level of satisf action - Reliability
Highl y dissatisfied
dissatisfied
neither satisfied no
satisfied
Highl y satisfied
P
e
r
c
e
n
t
40
30
20
10
0
18
17
25
32
8
FINDINGS
1. In current market scenario, respondents give maximum no.of weightage to
price then after they conside rmileage and colors respectively.

2. The study shows that more no. of respondents have connected sources of
income from agriculture or industries

3. The study shows that 51respondents are already user of Tata motors, Toyota
&Maruti Suzuki vehicle. So these
are popular automobile companies instudy region.
4. The study show that 48 respondents come to know from others and 26
respondents come to know from friends about Tata motors, Toyota& Maruti
Suzuki vehicle.

5. The study shows that 55 respondents have purchased Tata motors, Toyota&
Maruti Suzuki vehicle by Loan and45 respondents have purchased by cash.

6. The study shows that 31respondents gave more points to mileage.

7. The study shows that 46 respondentsfather take a decision to purchase bike
And 42 respondents take a self decision to purchase bike or car.

8. The study shows that 30 respondents are give rankto availability of showrooms
and 35 respondents gave rank to service.
9. The study shows that 43 respondents are giving excellent to festival offer and
41 respondents are give poor rank to the anniversary offer.

LIMITATIONS OF THE STUDY

Although the study was carried out with extreme enthusiasm and careful planning there are
several limitations, which handicapped the research viz,
1. Time Constraints:
The time stipulated for the project to be completed is less and thus there are chances that some
information might have been left out, however due care is taken to include all the relevant
information needed.

2. Sample size:
Due to time constraints the sample size was relatively small and would definitely have been more
representative if I had collected information from more respondents.

3. Accuracy:
It is difficult to know if all the respondents gave accurate information; some respondents tend to
give misleading information.

4. It was difficult to find respondents as they were busy in their schedule, and collection of data
was very difficult. Therefore, the study had to be carried out based on the availability of
respondents




CONCLUSION
1. Majority of the respondents is, 53% have their income level between 2, 50,000-4, 00,000
and most of them have business as their occupation. Majority of the respondents have
diesel engine Tata Indica with AC and power steering, as thing fuel is cheaper than petrol
& efficient.
2. Almost 50% of the respondents searched for information before buying the car to select
the best one. 44% of respondents compared with other car brands to know the positive &
negative points associated with their vehicle.
3. Majority of the vehicle have their age between 2-4 years, this indicates that the
respondents have spent enough time with their vehicle and well experienced with
performance of car. 38% of respondents came to know about their vehicle through
different media. 40% of the respondents expressed that they were influenced by their
friend to buy the car. Majority of customer are driver by profession and this word of
mouth will create more awareness about vehicle.
4. Majority of the customer i e, 46% expressed that they are influenced by mileage of the
car while buying the car and 25% were influenced by price of the car. Majority of the
customer expressed comfortness, price, power, fuel consumption, safety and resale value
attributes as most important while buying car. These are the basic attribute of a vehicle
and most of the customers look their feature while buying car.
5. Majority of the customer i e, 71% are not aware about all versions Tata, Toyota &maruti
passenger car, so the company personal need to create awareness about all versions of
Tata, Toyota &Maruti. Majority of the customers rated good to the mileage and
comfortness given by their vehicle. Most of the customer (52%) expressed that their
vehicle faced frequent maintenance & service problems.
6. Majority of the customer expressed satisfaction over comfortness and maintenance and
service problems faced by their vehicle. Out of 100 respondents 26% were satisfied
36% were neither satisfied nor dissatisfied & 24% dissatisfied on the speed of the vehicle
whereas most of them expressed satisfied on the reliability.

SUGGESTION
1. Majority of the respondents were still unaware about different versions of Tata, Toyota
&maruti passenger. Therefore I suggest the company personals should take initiative to create
awareness about these versions.

2. According to the survey, most of the car buyers took at price of the vehicle. Tata, Toyota
&Maruti has always kept the best, reasonable price for his products and also has been successful
in it. These companies must set even better price for his products in the feature.

3. Most of the customers expressed concern over frequency of the maintenance & service
problems faced by their vehicle and expressed high satisfaction over it. Therefore, I suggest
them to re look at the vehicle & re-develop in order to stop the frequency of these problems.

4.Tata Motors, Toyota motors &Maruti Suzuki and its dealer have to consider not only market
performance of its cars but also of its competitors cars and at the same time keep the track of
changing attitude of the customer in changed situation.

5. Schemes & offers given by the company has or great influenced on the buying behavior of the
customer. Tata Motors, Toyota motors &Maruti Suzuki & its dealers must give more attractive
offers & schemes than their competitors. There are few customers who are not influenced by
offers & schemes, so to protect their interest; they should come up with new feature, design &
technology and services after sales etc.


BIBLIOGRAPHY


BOOKS:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER.
(Analysis, Planning Implementation and Control)
Services Marketing : TATA Mc GRAW HILL.
Marketing Research : G.C.BERI.
Research Methodology: KOTHARI. C.R.

WEBSITES:
www.marutisuzuki.com
www.tatamotors.com
www.toyotamotors.com
www.finalyearprojects.com
www.wikipedia.com



ANNEXURES
Kindly fill in the following details
Name : - __________________________________
Address : - __________________________________
Age : - __________________________________
Occupation : - __________________________________
Contact No : - __________________________________
1.)Please mention your Annual Income:
a) 10,00,000-25,00,000 [ ] b) 25,00,000- 40,00,000 [ ] c) 40,00,000 and above [ ]
2.) Did you search information for buying the car?
Yes No
3. Did you compare with other car brands that you were aware of?
Yes No
4.) From how many Years you are using your existing car?
a). Less than 2 years
b) 2 to 4 years
c) 4 to 6 years
d) More than 6 yrs
5.) How did you come to know about the existing Car?
a) Company Personal b) Friends c) Media d) Self
6.) What influenced you to buy your existing car?
a) Necessity b) Status c) Family
d) Friends d) Advertisements f) Others
7.) Rank the following features of your car which influenced you to buy that particular car?
a. Price
b. Mileage
c. Design & Technology
d. Brand
e. Resale value
f. Comfort
g. Utility
8.) What level of importance did you attach to the following attributes while buying your
passenger car?
Attributes Most
Important
Important Neutral Least
Importanc
e
Very least
Importanc
e
a)Comfortness
b)Price
c)Power
d)Fuel
Consumption

e) Safety
f) Resale value

9.) Are you aware of all versions of Tata motors, maruti Suzuki &Toyota motors
Yes No
10.) How will you rate the mileage given by your vehicle?
a. Very good
b. Good
c. Neither good nor poor
d. Poor
e. Very poor
11.) How will you rate the Level of Comfortness of your vehicle?
a. Very good
b. Good
c. Neither good nor poor
d. Poor
e. Very poor
12.) How will you rate the frequency of maintenance service and repair needs of your vehicle?
a. Very frequent
b. Frequent
c. Neither frequent nor infrequent
d. Infrequent
e. Very infrequent
13.) Rate level of your satisfaction in terms of maintenance &service
a. Highly satisfied
b. Satisfied
c. Neither satisfied
d. Nor dissatisfied
14. Rate level of your satisfaction in terms of speed
a. Highly satisfied
b. Satisfied
c. Neither satisfied
d. Nor dissatisfied
15. Rate level of your satisfaction in reliability
a. Highly satisfied
b. Satisfied
c. Neither satisfied
d. Nor dissatisfied
16. Rate level of your satisfaction in terms of speed
a. Highly satisfied
b. Satisfied
c. Neither satisfied
d. Nor dissatisfied